Adobe Analytics
Rajas Thanekar
Digital Acquisition and Technology Specialist
Mumbai
Summary
Experienced digital marketing and technology professional with a proven track record in driving growth through data analytics and innovative solutions. Known for leveraging digital transformation tools to boost customer acquisition and engagement.
Overview
16
16
years of professional experience
Work History
AVP Marketing
HDFC Bank
5 2022 - Current
- RuPay Card acquisition via app channel and drop-off orchestration
- Growth hacking for PayZapp download app acquisition campaign
- Great Indian Restaurant Festival (GIRF) resulting in 20% new activation and 40% increase engagement rate due to hyper local targeting basis trending restaurants and cuisine / restaurant category
- RuPay card acquisition via PayZapp, delivered 25% of overall unassisted volume via single channel
- 40% growth MOM for PayZapp acquisition
- Implemented over 25+ growth hacking strategies within 3 months
- Award: Performer award for Spearheaded digital transformation efforts through Adobe platform increasing LE contribution from 35% to over 70% of overall bank's contribution.
Senior CRM Manager
InterMiles (JetPrivilege Pvt Ltd)
2017.03 - 2022.03
- Developed Card acquisition journey via behaviour spends mapping and past customer footprint on airline travel. Sourced 13K premium unassisted cards within first month of platform launch
- Identified, scoped, and evaluated new technology partners: Adobe Analytics, Adobe Audience, Adobe Target, Adobe Campaigns, Branch, Urban Airship and CleverTap
- 20% acquisition growth from retargeting the pending and rejected dispositions on card application
- Dineout dining acquisition campaign resulted in 67% growth in new audience within 2 months
- Award: Kamikaze award for IOCL partnership with nearby store locator access via Google location integrated with email/SMS deployment channel, personalizing IOCL dealer location at an individual customer level
- Nominated for Customer Fest - Dine Category in association with Dineout: Great Indian Restaurant Festival (GIRF) resulting in 77% new activation of which 9% were life till date programme inactive and 67% increase in dine booking.
Campaign Manager
HDFC Bank
2015.05 - 2017.03
- Targeting 360-degree thematic campaign to increase relevance and engagement with Credit & Debit Cards, NRI & Current Account customers with compelling
- Segmented campaign basis MCC, Pincode, Surname name and spends propensity modeling, helped improving the card
- Award: Star performer award for increasing credit card usage and spends
- Developed integrating solution between MasterCard Dine merchants and HDFC Bank member, offering member and location level offer personalization on email and website.
Manager Media Solutions
MG Convonix
2014.03 - 2015.05
- Digital Core team for launch Revotron engine, Zest & Bolt
- Digital lead generation campaign for Tata Motors Corporate Campaign, Zest, Bolt & Nano
- Mobile Branding and Lead campaign for Axis, Ziffi, Blackberry and SOTC.
Planning Manager
Madison Media
2012.04 - 2014.02
- Digital Media Planning and Execution for Marico Brands
- Traditional & Digital Media Planning, Worked on TV, Print and Radio Media
- Strategy and Planning for - SET WET Deo and Zatak Deo – IPL 2013 – SET WET Gel - Enrique India Concert & NH7 Weekender Concert - Parachute Advansed - World Best Hair Campaign 2012.
Business Development Executive
Graphiti Multimedia Pvt Ltd
2008.10 - 2009.06
- Branding and Promotion for Fido Dido- 7up character
- Business Development Strategies and Execution for Animation & Education Centre.
Production Supervisor
Shriram Packaging Industries
2008.05
- Client Servicing & Production Management
Education
MBA - Marketing, India
CHRIST UNIVERSITY INSTITUTE OF MANAGEMENT
Bengaluru, India 2001.04 -
Bachelor of Management Studies - Marketing
K.J.SOMAIYA COLLEGE ARTS & COMMERCE.
Mumbai, India 2001.04 -
Skills
Growth planning
Revenue Generation
Teamwork and Collaboration
Analytical Skills
Software
CleverTap
Branch IO
PowerBI
Google Adwords and Analytics
Timeline
Senior CRM Manager
InterMiles (JetPrivilege Pvt Ltd)
2017.03 - 2022.03
Campaign Manager
HDFC Bank
2015.05 - 2017.03
Manager Media Solutions
MG Convonix
2014.03 - 2015.05
Planning Manager
Madison Media
2012.04 - 2014.02
Business Development Executive
Graphiti Multimedia Pvt Ltd
2008.10 - 2009.06
Production Supervisor
Shriram Packaging Industries
2008.05
MBA - Marketing, India
CHRIST UNIVERSITY INSTITUTE OF MANAGEMENT
2001.04 -
Bachelor of Management Studies - Marketing
K.J.SOMAIYA COLLEGE ARTS & COMMERCE.
2001.04 -
AVP Marketing
HDFC Bank
5 2022 - Current